Unexpected images capture reader attention: the Atlass Insurance "Cow" campaign illustrates the problem of the wrong coverage

This boat isn't just run aground; it's high and dry in a cow pasture. The image is eye-catching and humorous. Most important, it telegraphs the question "What on earth is the boat doing there?" The answer is that this boat doesn't have the right insurance coverage, therefore the owner can't use the boat the way he or she would like to.

Atlass Insurance came to Laser Advertising to introduce their new SeaWave insurance program to the retail market. This display ad ran in Southern Boating magazine in 2007. Southern Boating is the South's largest boating magazine and reaches a readership that has specific boat insurance needs that the SeaWave program from Atlass Insurance addresses. The ad was well received, recognized and remembered.

Matching the right message with the right publication is the most important aspect of a successful advertising campaign. Getting just the right image to communicate an important message is an art form. Insurance coverage is a serious topic and marine insurance can get very complicated. In this ad, Atlass Insurance was able to position the SeaWave insurance program with humor and recognition of the boat-owners dilemma.